Adero
Creative direction
Brand identity
Brand design
Packaging design

Adero is a smart system of tags to keep track of your personal belongings. Michael designed the brand identity and packaging systems to launch the new company. Concepts focused on order, organization, chaos…and a typographic accent: the halo macron—your guardian angel of simplifying. The final identity (shown in the last four images) was inspired by Adero’s invisible technology layer as well as the form of the product. Arrow illustration by Giovanni Pintori for initial concept direction. Product design by Fjord.

Kim and Proper is a line of dresses from founder and fashion designer Kim Bachman, made in California. Michael was hired by Kim to design and direct the brand launch. All details in the work—from model selection to photography style to brand design—reflected Kim’s inspiration—yet the process to get there was broad and expansive. Launching Kim and Proper was a dream project, especially collaborating with a small but very talented team. Photography by David Martinez.

Kim and Proper
Creative direction
Photography direction
Brand identity
Brand design

Wine Direct
Creative directionBrand identity
Brand design

Bottle Theory was the first wine club launched by Wine Direct, bringing consumers quality wine made by small, unique wineries. This was in contrast to most wine clubs that repackage factory wines targeted to anyone and everyone.

The Bottle Theory identity reflects the spaciousness of the name, using a monogram that brings a modern and playful feeling to a very homogeneous space.

Storied is a powerful, mobile-first publishing system built for the modern web. Storied sites look and feel like beautiful apps with custom touch interfaces usually found only in native apps. But Storied sites run in a browser on any device and are dynamic and responsive.

Michael was creative director and all things design at Storied, with his work focused on the creation of the product: from features and functionality to the overall publishing experience. As part of the founding team he helped launch Storied. Publishing partners include Sony Pictures, Variety, The Hollywood Reporter, Women’s Wear Daily and Fast Company.

Storied
Creative direction
Product design
Brand design
Brand identity

Subaru
Creative direction
Brand design

Michael designed a microsite for Subaru to help showcase their design principles and safety features. In the Symmetry microsite Subaru models explore safety and performance through the themes of balance, control and power. 3d rendered animations and video showcase and explain technologies like Symmetrical All Wheel Drive, and show why safety is at the heart of every Subaru.